Combining looks from the brand's men's and women's collections, the entire runway was immediately shoppable through retail, wholesale, e-commerce and innovative commercial channels such as augmented reality, chatbots, and image recognition.
Inspired by Tommy Hilfiger's longtime love of rock-and-roll, the show combined a touch of glamour and nostalgia with a fresh, edgy new attitude. Fall 2017 TOMMYNOW, the brand's third in-season runway show, closed London Fashion Week on Tuesday, September 19, 2017 at 7:00 p.m. BST at the Roundhouse, an iconic concert venue at the center of London's rock history.
Following the success of the first two TOMMYNOW shows, the Fall 2017 event built on TOMMY HILFIGER's signature "See Now, Buy Now" format. For the first time, TOMMYNOW included both men's and women's collections, in addition to the third TommyXGigi collaborative capsule, and all runway looks were available across an ecosystem of immediately shoppable channels in more than 70 countries.
TOMMYNOW "ROCKCIRCUS" marked the global launch of the Fall 2017 TommyXGigi capsule collection. Gigi Hadid is the global brand ambassador for TOMMY HILFIGER women's, including apparel, footwear, accessories, sunglasses, watches and fragrance. The TommyXGigi collection blends a rebellious attitude with a feminine twist, combining Gigi's unique effortless style with Tommy's love of rock-and-roll. For the first time, TOMMYNOW combined both men's and women's collections, featuring looks from HILFIGER COLLECTION, the pinnacle of the women's product offering, and HILFIGER EDITION, which pays homage to Tommy Hilfiger's storied menswear heritage.
Over 2,000 guests, including consumers, press, buyers, VIPs and industry influencers, were invited to enjoy inspiring, unexpected fashion experiences. Guests shopped the runway at the ROCKCIRCUS Popup, browsed exclusive one night only TOMMYNOW concert merchandise, and discovered TOMMY HILFIGER classics at True Vintage. They also had the opportunity to customize their favorite items at the TommyXYou Lab and purchase Tommy's favorite music at ROCKCIRCUS Records. The runway finale morphed into a modern circus act with athletic aerial performances by NoFit State, the U.K.'s leading contemporary circus company. The eclectic troop gave a new definition to "ROCKCIRCUS" before The Chainsmokers took the stage for an exclusive performance to celebrate the launch of their global ambassadorship for TOMMY HILFIGER men's. (ANI)